Dealin' Doug Moreland Net Worth 2026: Colorado Car Dealer

No reputable outlet has published a net worth figure for Doug Moreland, the Colorado car dealer known on local TV as "Dealin' Doug." The $23.5 million number that circulates online has no traceable source, so this page does not repeat it. What the press has reported is the scale of his business: he sold seven dealerships to Lithia Motors for $50 million in 1999, bought five of them back in 2009, and still runs Moreland Auto Group across several states.

What is Dealin' Doug Moreland's net worth?

There is no reliable published estimate. Moreland Auto Group is privately held, it does not report revenue or profit, and Doug Moreland has never disclosed his personal finances. Figures such as $23.5 million, or a yearly income of $1 million, appear on thin profile sites without any source, and nothing in the business press backs them up. An earlier version of this page repeated those numbers; they have been removed.

The public record does show several large, dated transactions that point to substantial wealth, though none of them adds up to a verifiable total:

• The 1999 sale of seven dealerships (six in Colorado and one in Nevada) to Lithia Motors for $50 million, as reported by The Denver Post.
• The 2013 sale of seven Arizona stores and the 2016 sale of three Denver stores to Larry H. Miller Dealerships, according to 9News. Prices were not disclosed.
• A $7.5 million purchase of 52.8 acres in Windsor, Colorado, in January 2015, recorded by the Larimer County clerk and reported by the Coloradoan.
• The September 2025 sale of a Cherry Hills Village mansion for $6.4 million, reported by BusinessDen.

Who is Dealin' Doug?

Doug Moreland is the owner of Moreland Auto Group and the face of the long-running "Dealin' Doug" TV commercials in the Denver market. The spots cast him in costumes ranging from Superman to Broncos quarterbacks, according to KDVR Fox31, and the Denver Gazette listed him in 2022 among the metro area's best-remembered advertising personalities, alongside furniture retailer Jake Jabs and jeweler Tom Shane. His slogan, as that paper recorded it, was that nobody beats a Dealin' Doug deal (Denver Gazette).

Behind the commercials is a dealer group that has bought and sold stores through several industry cycles. Colorado Automobile Dealers Association president Tim Jackson described him to The Denver Post in 2009 as a risk taker and long-term investor, and a rival dealer called him a strong marketer who spends heavily on advertising (The Denver Post).

How long has Dealin' Doug been in business?

Moreland opened his first Colorado dealership in 1980, according to a 2019 Moreland Auto Group release quoted by the Loveland Reporter-Herald. That puts him at more than 45 years in the Colorado car business as of 2026. The Denver Post also places his start in the early 1980s, a period it described as a rough one for the industry.

Career timeline

Moreland Auto Group and where the money comes from

Moreland's wealth rests on new and used car dealerships, mostly Chrysler, Dodge, Jeep and Ram franchises. In 2019 the group had eight stores along Colorado's Front Range, including Fort Collins Chrysler Dodge Jeep Ram, plus one in Wyoming, two in Las Vegas and one in Arizona, according to the release quoted by the Reporter-Herald. In 2020 The Denver Post again described the group as having locations along the Front Range, in Wyoming and in Las Vegas, and a Post photo that year showed him with his son Brandon, the group's vice president, at Brandon Dodge in Littleton (Denver Post).

A dealer group like this earns from vehicle sales, financing and insurance products, and service and parts work. Moreland Auto Group does not publish figures for any of these, so there is no way to turn them into a personal income number. That is why this page does not list a yearly, monthly or daily salary.

He has also traded dealerships as assets. His pattern, visible in the reporting, is to sell stores when a buyer makes a strong offer and buy when prices are low. In 2009 he told The Denver Post that the time to get in is when business is not going well, because that is when prices are down (Denver Post).

Real estate and other investments

Land has been a second line of business. The 2015 Windsor purchase was described by one of his executives as a speculative bet on growth along the I-25 corridor rather than a planned dealership site (Coloradoan). The Denver Business Journal also reported in 2014 that he bought 22.6 acres west of Phoenix.

The best-documented recent deal is 5 Mockingbird Lane in Cherry Hills Village. According to The Denver Post, former Broncos backup quarterback Preston Parsons had bought the 15,500-square-foot, seven-bedroom house in 2017 for $5.1 million. In September 2022, after Parsons put the property into bankruptcy to stop a foreclosure, Moreland consolidated the bank loan with a $325,000 note he held into a single loan of about $6.3 million. When Parsons did not repay, Moreland took over the house. He listed it for $7.7 million in March 2025, cut the price to $7.5 million in May, and closed a sale at $6.4 million on September 10, 2025, according to BusinessDen.

Moreland had met Parsons through an investment in Parsons's former company, Assure Neuromonitoring, which monitors patients' nerves during surgery. The mansion was not Moreland's own home: he told the Post he lives with his wife a few blocks away in Cherry Hills Village and did not plan to hold the property long term.

Investment losses

Not every investment worked. Moreland lost $300,000 in Autobucks.com, a car-buying rewards scheme whose founder was convicted of fraud and racketeering and sentenced to 12 years in 2007 (Denver Post). He later told CBS4 Denver he expected to lose about $500,000 in Financial Visions, a Greenwood Village investment firm whose owner, Dan Rudden, admitted to running a Ponzi scheme. Moreland said he could absorb the loss but blamed himself for not asking more questions, and CBS4 described him as one of the largest car dealers in Colorado (CBS News Colorado).

Personal life

Moreland is married and lives in Cherry Hills Village, according to The Denver Post. His son Brandon works in the family business as vice president (Denver Post). He is a devoted Denver Broncos fan: by early 2014 he had attended seven Super Bowls going back to 1977, and he keeps a large collection of Broncos, Rockies, Avalanche, CU and CSU memorabilia (KDVR).

His age, height, weight and education have not been published by a reliable source. Earlier claims on this page about those details, and a section offering contact details, have been removed because they could not be verified.

Why no estimate is reliable

Private dealer groups are hard to value from the outside. Dealership prices depend on franchise, location and profit, and Doug Moreland has not disclosed prices for most of his sales since 1999. He also holds land and loans through LLCs, and he has taken losses on some investments. Any single net worth number for him would be a guess, so the honest answer is that it has not been reliably estimated.

Related profiles: Carol Sawdye Net Worth and Abel Avellan Net Worth.